📈N-Day LTV
A pivoted way version of Cohorted Financials such that LTV and CAC can be viewed as a trend over time.
This report represents the typical way that investors like to look at LTV to understand if a business is improving, stagnant or declining in terms of its ability to generate more value out of the customers it acquires since inception.
Definitions
Name | Type | Definition |
---|---|---|
Days Since First Purchase | Dimension | Calculated as the number calendar days from the date of the first purchase, this dimension defines each series on the chart and each column within the table of this report. Depending on the Cohort Months filter, this report can output Days 0, 30, 45, 60, 90, 180, 360, and 720. Day 0 represents the partial calendar day in which the first purchase occurred. Day 1 and onward represent full calendar days afterwards. |
Cohort Months | Dimension | A month range filter that can select the window of time in which a customer made their first purchase. |
Cohort Interval | Dimension | Defaulted to Month. Each option groups first-time customers together into cohorts based on the interval selected. |
Cohort Size | Metric | The number of customers acquired within the Cohort Interval. |
Cumulative Customer Retention | Metric | The number of customers that have made at least one returning purchase by n-day / Cohort Size |
Gross LTV | Metric | Cumulative Gross Sales / Cohort Size |
Net Sales LTV | Metric | Cumulative Net Sales / Cohort Size Net Sales = Gross Sales - Discounts - Returns |
Net Revenue LTV | Metric | Cumulative Net Revenue / Cohort Size Net Revenue = Net Sales + Shipping + Taxes |
Contribution Profit LTV | Metric | Cumulative Contribution Profit / Cohort Size |
Blended CAC | Metric | Direct Ad Spend / Cohort Size |
Fully Loaded CAC | Metric | Total Marketing Spend / Cohort Size |
Contribution Profit LTV Less Blended CAC | Metric | Contribution Profit LTV - Blended CAC |
Contribution Profit LTV Less Fully Loaded CAC | Metric | Contribution Profit LTV - Fully Loaded CAC |
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